Pepsi teams up with Communicator and Mobileway® to launch SMS campaign to increase affinity with its consumers DownUnder

Mobileway®, world leading service provider managing mobile data transactions across the globe, and Communicator, an interactive marketing agency based in Sydney, have partnered to provide soft drink giant Pepsi with the SMS solution for the Pepsi 'We'll take You There' promotion. In this deal, Mobileway provides the mobile network interface, allowing Communicator to concentrate on the campaign itself Database Management and all inbound entries, unique code verification, multiple entry capping and error message reporting. The results far exceeded Pepsi's expectations and highlight the benefits of SMS as an entry mechanic for purchases through the impulse channel.

In this classic 'marketing-meets-technology' scenario, the use of two-way SMS was as a trial to assess if SMS was a beneficial mechanic for entering promotions. The consumer entered a unique code found on the can and sent their name and email (optional) to enter the major prize draw. All entries were sent a response confirmation message from PEPSI, using the customized header feature available on Mobileway. Utilising the Communicator application, if an incorrect code was entered, the consumer will be notified and asked to re-enter the code.

Damon Gorrie, Managing Director of Communicator, said: " The partnership with Mobileway brings about tremendous synergy as we combine our technologies to offer enterprises a new and innovative marketing channel where they can provide real one-to-one interactive advertising or promotional mediums. We have chosen Mobileway because the company has unique connections with mobile operators in the Asia Pacific. This means that mobile subscribers are able to participate in this voting campaign despite using different mobile operators and networks like GSM, TDMA or CDMA."

Cyrille Even, General Manager and Vice President of Mobileway Asia Pacific comments, "We firmly believe that the customer and end-user get the best experience when each vendor delivers what they do best. In this case, Mobileway provided the 'pipe' or means by which the SMS was delivered while Communicator manages the Pepsi relationship and the promotional application and mechanic."

"Having established bilateral commercial contracts with 88 operators around the globe, we, at Mobileway stand out in our ability to offer a single point of access to an otherwise complicated network impeded by technical and business barriers. Achieving technical efficacy in the mobile advertising sphere is one thing, but ensuring that the power of the SMS medium is put to good use in an ethical way and one which does not encroach upon users' privacy is something which is key to the success of campaigns such as this one with Pepsi."

The overwhelming results of this arrangement speak for themselves. For example, in the 'We'll Take You There' promotion' just completed the entry methods for the major prize sweepstake draw were SMS and mail-in. To date, over 100,000 entries have been received. Current splits based on the number of entries received via both media are mail-in at 21% and SMS at 79%.

Communicator developed an SMS Concert ticket promotion for PEPSI, it was conducted on Channel Ten's 'Pepsi Live' program on Saturday evening and Sunday morning. Viewers were requested to SMS in their name and a unique keyword to win tickets to the Melbourne and Sydney Rumba festivals. The competition was promoted for 50 seconds only during each program. The response: 6,500 entries in total.

"If you look at the participation rates in both Pepsi's 'We'll Take You There Promotion' and the 'Pepsi Live' program, the conclusion is quite clear that this is an effective medium. Pepsi drinkers are largely technically savvy so the challenge remains to keep SMS relevant and most importantly, an enjoyable consumer experience," said Pepsi's Marketing Director, Darren Borg.

Via a similar mechanism by Mobileway, Adreact and Dunkin Donuts in February this year, donut lovers in Italy can feast upon their favourite Dunkin Donuts goods simply by responding using their mobile handset to advertisements plastered across in store notice boards, billboards and on the radio. By sending a short message to the published numbers, users receive an immediate reply featuring a free gift coupon or special offer exchangeable at local Dunkin Donuts outlets. Result of this campaign: Dunkin Donuts' sales rise by 9%.

About Mobileway
Mobileway is the leader in managing mobile transactions across the globe. With direct connections to 88 mobile carriers, Mobileway has unrivalled reach to 90% of mobile users throughout the World, guaranteeing cost effective, secure deployment of mobile applications to professional and personal mobile users. By expanding the reach of lifestyle services such as instant messaging, infotainment, mobile marketing, m-commerce and enterprise applications, Mobileway increases the value of mobile data for operators, content providers and corporations alike. Incorporated in Delaware USA, Mobileway has offices located throughout Europe, Asia and the United States. Additional news and information about the company is available at www.Mobileway.com.

About Communicator
Communicator is a leader in developing strategic promotions utilising wireless and new technologies. A unique combination of experience in both the Marketing and Technology sectors, allows Communicator to develop cutting edge promotions that deliver results by applying traditional marketing methodology. All of Communicator's development is produced in-house offering a one-stop shop for clients looking at using SMS, WAP, WEB or IVR as an entry mechanic for their promotion. Communicator's understanding of the benefits and limitations of wireless technology and knowledge of their audience gives their clients the competitive edge.